Social Media: Enduring Principles offers a comprehensive overview of topics in social media, from interpersonal communication to the role of social media in culture and society. It covers not only cultural issues like online identity and community, but also tackles more analytical topics like social media measurement, network analysis, and social media economics at an introductory level. Each chapter is based on a set of core social science theories and concepts rather than platform-specific frameworks and findings. Rather than providing the final word or predictions, it aims to open a well-structured, well-grounded conversation about media transition and its effects. Filling the need for a standard academic text in the field, Social Media: Enduring Principles summarizes both foundational and state-of-the-art research and also presents a coherent framework for future research. It draws from longstanding theories in communication, journalism, sociology, and marketing, but also includes a number of contemporary case examples, making it a foundational text in the area.

"If a professor is seeking a social media text that is both readable and understandable, yet able to be scholarly and thorough, this book will absolutely meet those needs." - Donna L. Halper, Lesley University

"This is a clear and compelling textbook, grounded firmly in the best traditions of communication and media studies. It will serve undergraduate students very well as they learn to think more critically about social media." - Mark Glantz, St. Norbert College

"This text features excellent discussions of social media in theoretical context." - Steven M. Schneider, SUNY Polytechnic Institute